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Chelsea Football Club is reportedly on the verge of finalizing a one-year sponsorship contract with Stake online casino platform. This news is being widely reported as the contract with Chelsea’s current front-of-shirt sponsor, Three, is nearing its end.
Should the deal be successful, Stake would take over as Chelsea’s official front-of-shirt gambling sponsor. While the exact financial details of such sponsorship arrangements remain undisclosed, the outgoing agreement with Three was estimated to be worth around £40 million ($51.2 million). It’s reasonable to anticipate a similar valuation for the potential contract with Stake.
Previously, Stake secured a sponsorship agreement with Everton, another prominent team in the Premier League, and a direct competitor of Chelsea. The Everton deal, announced last year, was estimated to be worth around £10 million ($12.8 million) annually, a common range for Premier League sponsorship deals.
Under the prospective agreement, Stake’s logo would prominently feature on the front of the player’s jerseys, a significant opportunity for brand exposure. It’s anticipated that the logo will be displayed on all adult-sized fan jerseys, with the exception of those meant for children.
Interestingly, the potential agreement would not breach the upcoming ban on gambling sponsorship. As per the proposed regulations, existing or newly signed sponsorship contracts can run until the end of the 2025/26 season. Thus, the new partnership with Stake, expected to replace Three for the following season, would not violate any regulations.